BTA inked $32m in contracts this year
Tourism contracts for 2025 to the tune of $32 million have been disclosed by the Bermuda Tourism Authority — with two headline sports events accounting for much of the spending.
The bulk of the funds were paid by the BTA to the PGA Tour Inc in the sum of $17,352,56 for the extension of a three-year sponsorship of the Bermuda Championship.
The contract runs from April 19 through to December 2028.
A spokeswoman confirmed that the amount covers the cost for the entire period as outlined in the agreement.
The tournament’s extension, confirmed in October, was hailed by the BTA as an opportunity to continue drawing a global audience to the island’s attractions and its profile as a golf destination, as well as showcasing Port Royal Golf Course.
A “thrilled” BTA post on social media declared three more years of the Butterfield Bermuda Championship.
The BTA disclosure also showed that it signed a multi-year hosting agreement for SailGP with the locally registered marine import firm 50 League (Bermuda) Limited.
The contract, which was dated April 15 this year, was valued at $6,620,000.
Tickets for the 2026 Apex Group Bermuda Sail Grand Prix, also extolled by the BTA for boosting the island’s global reach, have been on sale since last month.
SailGP’s last event in Bermuda, held in 2024, drew more than 4,200 attendees and generated $4.9 million in economic impact.
The broadcast reached 13.5 million viewers globally, with 41.2 million additional views across social media platforms.
The Royal Gazette requested details from the authority on the number of events entailed in both contracts, but did not receive details by press time.
A total of 49 BTA contracts, all valued at more than $50,000, were included in a public notice released under the public access to information, published in the Official Gazette on Christmas Eve.
A contract valued up to $75,000 was inked by the BTA with Performance Solutions Limited for a culture review, dated March 14 this year.
Concerns were raised last year about the workplace culture at the authority after an exodus of staff, sparking the external review.
The authority launched a search for a new chief executive after Tracy Berkeley tendered her resignation.
Included in the public notice was a contract dated September 1 and valued up to $85,000 with Performance Solutions Limited for executive search.
The BTA reported in September that almost 80 people applied to become the next chief executive of the body when the applications window closed.
Verb Interactive, a digital and marketing agency, received a two-year contract — valued at $1,059,400 — for social media, website and digital marketing service dated March 1 this year.
The notice listed two ongoing annual contracts with MMGY Global, a travel and tourism marketing agency, valued at $678,000 and dated April 28 this year.
Hearst Magazine Media Inc, the publishing arm of the giant Hearst Corporation, received a media package contract valued at $625,000, dated February 10 this year.
The company also received a $325,000 contract for advertising dated June 30.
Feverpitch Marketing Communications Inc was issued a contract valued at $540,000 dated April 10 this year for public relations.
A $525,000 contract for advertising was issued to Dotdash Meredith dated March 14 this year.
Tourism Economics LLC received a contract valued at $208,500 for media attribution economic impact results.
It was signed last month while a second contract — valued at $149,700 — was issued to the same company for a symphony dashboard and data warehouse.
It runs from next month and both agreements expire in December 2028.
